Axis Bank has launched a campaign titled #23in23, with an aim to get the Indian Sign Language officially recognised as the 23rd language in 2023. Conceptualised by Grey Group, the films display a thumbnail towards the left hand corner of the frame, to narrate the whole film using sign language.
The first film begins with a security guard rushing back home to get a can of petrol, to help a man withdraw money from an Axis Bank ATM. The man is grateful to the security guard and tells him that he’s the one who saved the day. The security guard wishes him luck for his job interview and tells him that he’ll do great.
The second film shows an elderly customer calling up an Axis Bank customer service executive who is in the washroom. Although busy, the executive who the man addresses as beta (son) picks his call and addresses the issues he has. The man calls him when the executive is busy at lunch and other breaks. However, he always makes himself available to help the elderly man. Towards the end of the film, the man is seen visiting the bank and meeting his call friend for the first time.
The third film features an executive taking a journey through dense forests, to help a group of local women who earn their living by harvesting honey. The executive opens a bank account for them and explains to them how easy the process is. The women are extremely grateful to him and befriend him.
Nishanth Ananthram, executive creative director, and Atul Pathak, associate creative director, Grey, Bangalore, said, “We wanted to capture this diverse linguistic culture for our campaign for Axis Bank when we discovered that there is one language that’s commonly spoken in all places in India - The Indian Sign Language. When we met a sign language expert, Mr. Sitaram Chavan, he mentioned that every Indian speaks the Indian Sign Language for communication every day. This sparked the idea and helped us craft this campaign.”
Anusha Shetty, chairman and group CEO, Grey group India, said, “#23in23 is not just a
campaign, but a plea to the Government to recognise the Indian Sign Language as the
23 rd recognised language of India.”
Abraham Chacko, head of brand, media, social and insights